An important (and exciting) part of my job is working on societal aspects of animal production. Often, this is narrowed to animal welfare issues. With the partners of Breed4Food we address this in a substantially wider approach. Societal and ethical aspects of breeding activities (technologies, aims, outcomes, perceptions) are identified, studied and discussed. The 5 year project has the explicit aim to better know and understand societal partners, and ultimately to reduce the perceived distance. Regarding ethics, the aim is to enhance awareness of ethical issues within the participating organisations. The project is predominantly executed in an interactive way: meetings (internal and with eye-opening outsiders) and discussions are important activities.

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